Market research Books

Book SynopsisTake a glimpse into the mind of the modern consumer A decade of swift and stunning change has profoundly affected the psychology of how, when, and why we shop and buy.Trade Review“In the world of shopping, Decoding the New Consumer Mind will make waves. This important book explains it all, uncovering where we are going and showing how individuals and companies can advance their offerings as well as their bottom lines.” —from the foreword by Paco Underhill, CEO, Envirosell, and author, Why We Buy “When I read ‘the past is no longer prologue’ in the opening chapter, I knew Kit Yarrow was on to something. Flexibility is more important than strategies grounded in past consumer experience. Kit illustrates this with fine research and stories of real people coping in our world of overload, overindulgence, and isolation. A must-read if you are a marketer, a retailer, a manufacturer, or a consumer trying to understand how the rules have changed.” —Peter Stringham, chairman and CEO, Young & Rubicam Group “The pace of change at retail is breathtaking and nowhere is that more evident than in ecommerce. Kit’s emphasis on the major drivers of this change, including the need for authenticity, continuous innovation, and building community, is right on the money. Decoding the New Consumer Mind is full of great insights, fascinating cases, and actionable ideas.” —Susan Feldman, cofounder and chief merchandising officer, One Kings Lane “Yarrow’s concept of the radical individualism of consumers is inspiring but challenging. Her solution of promoting trust through connection is absolutely on target.” —Richard Edelman, president and CEO, Edelman “Kit digs deeply into how and why people shop, perfectly putting into perspective how time has changed today’s shopper and how retailers must adjust to those changes. Decoding the New Consumer Mind is entertaining, insightful, and chock-full of recommendations for retailers.” —Matthew Shay, president and CEO, National Retail Federation “Kit brings a unique combination of academic prowess and keen contemporary insight to all her work. With her trademark frankness and humor, she documents three major psychological shifts that have profoundly impacted how consumers shop and buy. Decoding the New Consumer Mind is an absolute must-read for any business that intends on thriving in the new consumer reality.” —Doug Stephens, founder, Retail Prophet, and author, The Retail RevivalTable of ContentsForeword by Paco Underhilll ix Introduction 1 Part One THe New Consumer MInd 1 Rewired Brains 11 2 Isolation and Individualism 45 3 Intensified Emotions 79 Part Two Strategies to connect with today’s New consumer 4 Technovation 123 5 The Real Deal 137 6 Involvement 153 7 Intensity 167 Conclusion 177 Notes 179 Acknowledgments and Gratitude 199 About the Author 203 Index 205

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Book SynopsisFind out how to reap the benefits of motivating and engaging the new, direct customer voice The Customer''s New Voice shows businesses how to motivate and transform directly volunteered consumer knowledge into profitable insights, enabling a new echelon of marketing relevancy, customer experience, and personalization. With a deep look at the inner workings of how a modern generation of business innovators are tapping into the fresh opportunities with the customer''s new voice, this book describes how businesses are transforming inference-based predictions of purchase intent with direct consumer knowledge of their actual intentions and buying context. The result: An untouchable/unprecedented level of offer relevancy, experience, and personalized service levels. Those offers range from the most basic app model of Give me your physical location, we''ll find the best Thai restaurant near you, and give you an instant coupon to a more complex model such as an ElectriTable of ContentsForeword xv Preface: New Voice, New Competencies xix Acknowledgments xxi PART I DAWN OF THE NEW CUSTOMER 1 CHAPTER 1 New Information Masters 3 Informed 4 Sharing 4 Mobile 4 Future Masters 8 Notes 12 CHAPTER 2 Power and Transparency 15 Absolute Power 15 New Transparency 16 Note 19 CHAPTER 3 Age of Sharing 21 Historical Sharing Tools 21 Sharing Statistics 22 Intentional versus Incidental 26 Value of Intent and Context 29 Science of Consumer Sharing 30 Notes 42 PART II NEW VOICE INNOVATORS’ WIN?]WIN 45 CHAPTER 4 Yesterday’s Indirect Information Model 47 Yesterday’s Model 47 Legacy of Indirect Information 50 Privacy Not 53 Notes 57 CHAPTER 5 Emerging Customer’s New Voice Business Information Model 59 Customer?]Direct Information Model 59 Forces Driving New Voice Engagement 62 Direct Competencies Required 66 Unlocking Consumers’ Intent 71 Notes 96 CHAPTER 6 Today’s Customer’s New Voice Vertical Industry Innovators 101 Industry Innovators (Vertical) 101 Notes 143 CHAPTER 7 Horizontal Industry Innovators 147 Collaborative Consumption (Sharing Your Stuff) 147 Quantified Self 151 Wearable Technology 155 Mobile Health 156 Internet of Things 166 Triangulated Personal Information 168 Sensor Technology 168 Virtual Reality 178 Augmented Reality 179 New Customer Information Industry (Consumer as Stakeholder) 182 The Customer’s Voice 209 Notes 210 CHAPTER 8 Practical Guide: How to Leverage the Customer’s New Voice Today with Dr. David Schrader 213 Scenario 1: Jeff’s Shopping Trip 213 Scenario 2: Jill’s Grocery Shopping 214 Overview 215 Strategy 216 Marketing and Sales 220 Customer Service 224 Information Technology 228 Notes 233 PART III ENGAGING TOMORROW’S NEW VOICE 235 Notes 238 CHAPTER 9 How Consumers Will Buy Tomorrow 239 Selling Reincarnated as Buying: New Buy/Sell Process 240 Advertising Inversion 245 Notes 248 CHAPTER 10 New Privacy 249 Government/Advocacy Personal Data Initiatives 251 Pivotal Personal Data Protection Initiatives 257 Pivotal Business Event Time Line 271 Notes 275 CHAPTER 11 Future Consumer Data Ecosystem 277 Consumer as Information Stakeholder 277 Mature Consumer/Business Information Sharing Models 278 Walking through the Model 279 Three Key Components Enabling the Personal Data Ecosystem 283 Frameworks: The Major Ecosystem Governance Mechanism 284 Volunteered Customer Information Service Characteristics 289 Personal Information as a Sovereign/Monetized Asset 291 Personal Data Ecosystem 294 Notes 304 About the Author 305 Index 307

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Book SynopsisMarketing Research, 13th Edition presents a clear and comprehensive introduction to the field, with a strong focus on methodologies and the role of market research in strategic decision making. Employing a unique macro-micro-macro approach, the text begins with a broad overview of market research and its place withinand value toan organization, before zooming in to detail the granular view of the research process. Step-by-step explanations cover the latest methodologies and current practices, highlighting advanced techniques as well as their limitations and potential benefits, followed by a high-level discussion of research applications. An emphasis on real-world processes is underscored by end-of-chapter cases, allowing students to apply what they've learned in the context of real-life examples covering a broad range of products and organizations. This practical approach promotes engagement while building essential critical analysis, interpretation, and decision-makTable of ContentsPart I The Nature and Scope of Marketing Research 1 A Decision-Making Perspective on Marketing Intelligence 1 Learning Objectives 1 An Overview of Business Intelligence 1 Introduction to Marketing Intelligence 4 Marketing Research 7 Role of Marketing Research in Managerial Decision-Making 9 Factors that Influence Marketing Research Decisions 17 Use of Marketing Research 19 Ethics in Marketing Research 20 The Respondent’s Ethics and Rights 21 International Marketing Research 23 Summary 25 Questions and Problems 25 End Notes 26 Case 1-1: Preteen Market—The Right Place to Be In for Cell Phone Providers? 27 Case 1-2: Best Buy on a Segmentation Spree 27 Case 1-3: Ethical Dilemmas in Marketing Research 29 2 Marketing Research in Practice 30 Learning Objectives 30 Information Systems Decision Support Systems and Marketing Research 31 Marketing Decision Support Systems 34 Suppliers of Information 37 Criteria for Selecting External Suppliers 43 Career Opportunities in Marketing Research 44 Summary 45 Questions and Problems 45 End Notes 45 Appendix: Marketing Research Jobs 46 3 The Marketing Research Process 47 Learning Objectives 47 Overview of the Marketing Research Process 47 The Preliminary Stages of the Marketing Research Process 48 Planning a New HMO 60 The International Marketing Research Process 62 Summary 66 Questions and Problems 66 End Notes 67 Case 3-1: A VideOcart Test for Bestway Stores 67 Case 3-2: Philip Morris Enters Turkey 69 4 Research Design and Implementation 71 Learning Objectives 71 Research Approach 73 Research Tactics and Implementation 79 Budgeting and Scheduling the Research Project 81 Research Proposal 83 Designing International Marketing Research 84 Issues in International Research Design 86 Summary 88 Questions and Problems 89 End Notes 89 Appendix: Errors in Research Design 90 Case 4-1: Reynolds Tobacco’s Slide-Box Cigarettes 91 Cases for Part I 95 Case I-1: Clover Valley Dairy Company 95 Part II Data Collection Section A: Secondary and Exploratory Research 5 Secondary Sources of Marketing Data 98 Learning Objectives 98 Secondary Data 99 Uses of Secondary Data 100 Benefits of Secondary Data 100 Limitations of Secondary Data 101 Internal Sources of Secondary Data 102 External Sources of Secondary Data 103 Census Data 109 North American Industry Classification System 111 Appraising Secondary Sources 112 Applications of Secondary Data 113 Sources of Secondary Data for International Marketing Research 117 Problems Associated with Secondary Data in International Research 117 Applications of Secondary Data in International Research 118 Summary 119 Questions and Problems 119 End Notes 120 Case 5-1: Barkley Foods 121 Case 5-2: Dell in Latin America? 122 6 Standardized Sources of Marketing Data 123 Learning Objectives 123 Retail Store Audits 124 Consumer Purchase Panels 125 Scanner Services and Single-Source Systems 128 Media-Related Standardized Sources 134 Applications of Standardized Sources of Data 136 Summary 138 Questions and Problems 138 End Notes 139 Case 6-1: Promotion of Rocket Soups 140 Case 6-2: Kerry Gold Products Ltd. 144 7 Marketing Research on the Internet 147 Learning Objectives 147 Current Trends in Web Usage 148 WWW Information for Marketing Decisions 149 The Internet and Marketing Research Today 154 The Internet and Marketing Research Developments 166 Issues and Concerns 167 Summary 169 Questions and Problems 169 End Notes 170 Case 7-1: Caring Children’s hospital 172 8 Information Collection: Qualitative and Observational Methods 173 Learning Objectives 173 Need for Qualitative Research 173 Qualitative Research Methods 174 Observational Methods 194 Recent Applications of Qualitative and Observational Methods 200 Summary 201 Questions and Problems 201 End Notes 202 Appendix: Myths of Qualitative Research: It’s Conventional but Is It Wisdom? 204 Case 8-1: Mountain Bell Telephone Company 205 Case 8-2: U.S. Department of Energy (A) 207 Case 8-3: Hamilton Beach Conducts Primary Research in Mexico and Europe 208 Section B: Descriptive Research 9 Information from Respondents: Issues in Data Collection 209 Learning Objectives 209 Information from Surveys 209 Sources of Survey Error 210 Methods of Data Collection 215 Factors Affecting the Choice of a Survey Method 216 Ethical Issues in Data Collection 220 Summary 222 Questions and Problems 222 End Notes 223 Case 9-1: Essex Markets 224 Case 9-2: More Ethical Dilemmas in Marketing Research 224 10 Information from Respondents: Survey Methods 226 Learning Objectives 226 Collecting Data 226 Surveys in the International Context 248 Summary 250 Questions and Problems 250 End Notes 252 Case 10-1: Roland Development Corp 253 11 Attitude Measurement 255 Learning Objectives 255 Attitudes 256 The Concept of Measurement and Scaling 257 Types of Attitude Rating Scales 260 General Guidelines for Developing a Multiple-Item Scale 271 Interpreting Attitude Scales 274 Choosing an Attitudinal Scale 275 Accuracy of Attitude Measurements 277 Scales in Cross-National Research 279 Summary 280 Questions and Problems 280 End Notes 281 Case 11-1: National Kitchens 282 12 Designing the Questionnaire 284 Learning Objectives 284 Planning What to Measure 285 Formatting the Question 287 Question Wording: A Problem of Communication 292 Sequence and Layout Decisions 297 Questionnaire Design for International Research 303 Summary 305 Questions and Problems 305 End Notes 309 Case 12-1: Wine Horizons 309 Case 12-2: Smith’s Clothing (A) 312 Section C: Causal Research 13 Experimentation 313 Learning Objectives 313 Descriptive versus Experimental Research 314 What Constitutes Causality? 315 Laboratory and Field Experiments 317 Threats to Experimental Validity 318 Issues in Experimental Research 320 Types of Experimental Designs 322 Guidelines for Conducting Experimental Research 336 Limitations of Experiments 337 Summary 339 Questions and Problems 339 End Notes 341 Case 13-1: Evaluating Experimental Designs 341 Case 13-2: Barrie Food Corporation 342 Section D: Sampling 14 Sampling Fundamentals 344 Learning Objectives 344 Sample or Census 344 Sampling Process 346 Probability Sampling 352 Nonprobability Sampling 357 Shopping Center Sampling 362 Sampling in the International Context 363 Summary 365 Questions and Problems 366 End Notes 368 Case 14-1: Exercises in Sample Design 369 Case 14-2: Talbot Razor Products Company 369 15 Sample Size and Statistical Theory 372 Learning Objectives 372 Determining the Sample Size: Ad Hoc Methods 373 Population Characteristics/Parameters 374 Sample Characteristics/Statistics 375 Sample Reliability 376 Interval Estimation 378 Sample Size Question 380 Proportions 381 Coefficient of Variation 383 Stratified Sampling 383 Multistage Design 386 Sequential Sampling 386 Summary 387 Questions and Problems 387 End Notes 389 Cases for Part II 390 Case II-1: Currency Concepts International 390 Appendix A: Interview Guide for International Travelers (U.S. Citizens) 394 Part III Data Analysis 16 Fundamentals of Data Analysis 396 Learning Objectives 396 Preparing the Data for Analysis 397 Strategy for Data Analysis 401 Cross-Tabulations 405 Factors Influencing the Choice of Statistical Technique 407 An Overview of Statistical Techniques 409 Summary 414 Questions and Problems 414 End Notes 415 Appendix: Choice of a Statistical Package 415 17 Hypothesis Testing: Basic Concepts and Tests of Associations 416 Learning Objectives 416 The Logic of Hypothesis Testing 417 Steps in Hypothesis Testing 418 Basic Concepts of Hypothesis Testing 419 Cross-Tabulation and Chi-Square 422 Summary 431 Questions and Problems 431 End Notes 432 Case 17-1: Medical Systems Associates: Measuring Patient Satisfaction 433 18 Hypothesis Testing: Means and Proportions 435 Learning Objectives 435 Commonly Used Hypothesis Tests in Marketing Research 436 Relationship between Confidence Interval and Hypothesis Testing 439 Analysis of Variance (ANOVA) 440 The Probability‐Values (p‐Values) Approach to Hypothesis Testing 454 Effect of Sample Size and Interpretation of Test Results 455 Summary 456 Questions and Problems 456 End Notes 457 Case 18-1: American Conservatory Theater 458 Case 18-2: Apple Appliance Stores 459 Part IV Special Topics in Data Analysis 19 Correlation Analysis and Regression Analysis 461 Learning Objectives 461 Correlation Analysis 462 Regression Analysis 466 Summary 485 Questions and Problems 486 End Notes 488 Case 19-1: The Seafood Grotto 489 Case 19-2: Election Research Inc. 490 20 Discriminant Factor and Cluster Analysis 491 Learning Objectives 491 Discriminant Analysis 491 Multiple Discriminant Analysis 500 Summary of Discriminant Analysis 504 Factor and Cluster Analysis 504 Factor Analysis 505 Summary of Factor Analysis 516 Cluster Analysis 517 Summary of Cluster Analysis 527 Questions and Problems 527 End Notes 529 Case 20-1: Southwest Utility 529 Case 20-2: Store Image Study 530 21 Multidimensional Scaling and Conjoint Analysis 533 Learning Objectives 533 Multidimensional Scaling 533 Attribute‐Based Approaches 534 Summary of MDS 543 Conjoint Analysis 544 Summary of Conjoint Analysis 551 Questions and Problems 552 End Notes 553 Case 21-1: Nester’s Foods 554 Case 21-2: The Electric Truck Case 555 22 Presenting the Results 556 Learning Objectives 556 Guidelines for Successful Presentations 556 Written Report 562 Oral Presentation 566 Relationship with the Client 569 Summary 570 Questions and Problems 570 End Notes 570 Part V Applications of Marketing Intelligence 23 Marketing-Mix Measures 571 Learning Objectives 571 New-Product Research 572 Pricing Research 582 Distribution Research 585 Promotion Research 591 Total Quality Management 601 Summary 606 Questions and Problems 607 End Notes 609 Case 23-1: National Chemical Corporation 610 Case 23-2: Hokey Pokey is Born in India 611 24 Brand and Customer Metrics 613 Learning Objectives 613 Competitive Advantage 613 Brand Equity 616 Customer Satisfaction 622 Contemporary Applications of Marketing Intelligence 628 Maximizing Customer Profitability 630 Summary 633 Questions and Problems 633 End Notes 633 25 New Age Strategies 635 Learning Objectives 635 Database Marketing 636 Relationship Marketing 645 E-Commerce 649 Mobile Marketing 652 Social Marketing 654 Experiential Marketing 658 Word-of-Mouth Marketing 659 Internet of Things 662 Bots and Artificial Intelligence 664 Blockchain 666 Summary 668 Questions and Problems 669 End Notes 669 Appendix A 673 A-1. Standard Normal Cumulative Probability in Right‐Hand Tail for Positive Values of z; Areas are formed by Symmetry 673 A-2. χ 2 Critical Points 674 A-3. F Critical Points 676 A-4. Cut‐Off Points for the Student’s t‐Distribution 681 A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS 682 A-6. Output of Select Tables in SPSS 686 Glossary 699 Index 717

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Book SynopsisMarketing Research: Using Analytics to Develop Market Insights teaches students how to use market research to inform critical business decisions. Offering a practitioner's perspective, thisfully-updated edition covers both marketing research theory and practice to provide students with a comprehensive understanding of the subject. A unique applications-based approachgrounded in the authors' 50 years' combined experience in the marketing research industryfeatures real data, real people, and real research to prepare students for designing, conducting, analyzing, and integrating marketing research in their future business careers. Already a standard text in marketing research courses, the twelfth edition contains thoroughly revised content that reflects the latest trends, practices, and research in the field. Numerous examples of companies and research firms, such as Twitter, ESPN, Ford, and General Motors, are featured throughout the text to illustrate how marketiTable of ContentsPreface vii Acknowledgments ix 1 Steps in Creating Market Insights and the Growing Role of Marketing Analytics 1 Marketing Research and Developing Market Insights 1 Marketing Research Defined 2 Importance of Marketing Research to Management 2 Understanding the Ever-Changing Marketplace 3 Social Media and User-Generated Content 3 Proactive Role of Marketing Research 4 Marketing Analytics Moves to the Forefront 4 The Research Process 4 Recognize the Problem or Opportunity 5 Find Out Why the Information is Being Sought 6 Understand the Decision-Making Environment with Exploratory Research 6 Use the Symptoms to Clarify the Problem 8 Translate the Management Problem into a Marketing Research Problem 9 Determine Whether the Information Already Exists 9 Determine Whether the Question Can Be Answered 10 State the Research Objectives 10 Research Objectives As Hypotheses 11 Marketing Research Process 11 Creating the Research Design 11 Choosing a Basic Method of Research 11 Selecting the Sampling Procedure 13 Collecting the Data 13 Analyzing the Data 13 Presenting the Report 14 Following Up 14 Managing the Research Process 14 The Research Request 14 Request for Proposal 15 The Marketing Research Proposal 16 What to Look for in a Marketing Research Supplier 17 Modifying the Research Process—Marketing Analytics, Big Data, and Unsupervised Learning 17 A Shifting Paradigm 18 What Motivates Decision Makers to Use Research Information? 18 Summary 19 Key Terms 19 Questions for Review & Critical Thinking 20 Working the Net 20 Real-Life Research 1.1: Can Anyone Be a Market Researcher? 21 2 Secondary Data: A Potential Big Data Input 23 Nature of Secondary Data 23 Advantages of Secondary Data 24 Limitations of Secondary Data 25 Internal Databases 27 Creating an Internal Database 27 First, Second, and Third Party Data 27 Behavioral Targeting 28 Big Data 29 The Big Data Breakthrough 29 Making Big Data Actionable in Traditional Marketing Research Environments 30 Battle over Privacy 31 The Federal Trade Commission 32 State Data Privacy Laws 32 The General Data Protection Regulation 32 Summary 33 Key Terms 34 Questions for Review & Critical Thinking 34 Working the Net 34 Real-Life Research 2.1: The GDPR and American Small Business 34 3 Measurement to Build Marketing Insight 36 Measurement Process 36 Step One: Identify the Concept of Interest 37 Step Two: Develop a Construct 38 Step Three: Define the Concept Constitutively 38 Step Four: Define the Concept Operationally 38 Step Five: Develop a Measurement Scale 40 Nominal Level of Measurement 41 Ordinal Level of Measurement 41 Interval Level of Measurement 42 Ratio Level of Measurement 42 Step Six: Evaluate the Reliability and Validity of the Measurement 43 Reliability 45 Validity 47 Reliability and Validity—A Concluding Comment 51 Attitude Measurement Scales 51 Graphic Rating Scales 52 Itemized Rating Scales 53 Traditional One-Stage Format 55 Two-Stage Format 55 Rank-Order Scales 56 Paired Comparisons 56 Constant Sum Scales 56 Semantic Differential Scales 58 Stapel Scales 59 Likert Scales 60 Purchase-Intent Scales 62 Scale Conversions 64 Net Promoter Score (NPS) 65 Considerations in Selecting a Scale 66 The Nature of the Construct Being Measured 66 Type of Scale 67 Balanced versus Nonbalanced Scale 67 Number of Scale Categories 67 Forced versus Nonforced Choice 68 Summary 68 Key Terms 69 Questions for Review & Critical Thinking 70 Working the Net 70 Real-Life Research 3.1: PNC Bank Considers Changing Its Customer Satisfaction Measurement Scale 71 4 Acquiring Data Via a Questionnaire 73 Role of a Questionnaire 73 Criteria for a Good Questionnaire 74 Does It Provide the Necessary Decision-Making Information? 74 Does It Consider the Respondent? 75 Does It Meet Editing Requirements? 75 Does It Solicit Information in an Unbiased Manner: Questionnaire Design Process 76 Step One: Determine Survey Objectives, Resources, and Constraints 77 Step Two: Determine the Data-Collection Method 78 Step Three: Determine the Question Response Format 78 Step Four: Decide on the Question Wording 81 Step Five: Establish Questionnaire Flow and Layout 84 Step Six: Evaluate the Questionnaire 87 Step Seven: Obtain Approval of All Relevant Parties 88 Step Eight: Pretest and Revise 88 Step Nine: Prepare Final Questionnaire Copy 88 Step Ten: Implement the Survey 88 Field Management Companies 89 Avoiding Respondent Fatigue 89 Intelligence Moves Into Questionnaire Coding 90 Conducting Surveys on Smartphones and Tablets 91 The Rapid Growth of Do-It-Yourself (DIY) Surveys 92 Summary 93 Key Terms 94 Questions for Review & Critical Thinking 94 Working the Net 95 Real-Life Research 4.1: Arrow Cleaners 95 5 Sample Design 99 Concept of Sampling 100 Population 100 Sample versus Census 101 Developing a Sampling Plan 101 Step One: Define the Population of Interest 101 Step Two: Choose a Data-Collection Method 104 Step Three: Identify a Sampling Frame 104 Step Four: Select a Sampling Method 104 Step Five: Determine Sample Size 106 Step Six: Develop Operational Procedures for Selecting Sample Elements 106 Step Seven: Execute the Operational Sampling Plan 106 Sampling and Nonsampling Errors 106 Probability Sampling Methods 107 Simple Random Sampling 107 Systematic Sampling 108 Stratified Sampling 109 Cluster Sampling 110 Nonprobability Sampling Methods 111 Convenience Samples 111 Judgment Samples 111 Quota Samples 112 Snowball Samples 112 Internet Sampling 112 Determining Sample Size 113 Determining Sample Size for Probability Samples 113 Budget Available 113 Rule of Thumb 114 Number of Subgroups Analyzed 114 Traditional Statistical Methods 115 Normal Distribution 115 General Properties 115 Basic Concepts 116 Making Inferences on the Basis of a Single Sample 118 Point and Interval Estimates 118 Sampling Distribution of the Proportion 119 Determining Sample Size 120 Problems Involving Means 120 Problems Involving Proportions 122 Determining Sample Size for Stratified and Cluster Samples 123 Sample Size for Qualitative Research 123 Population Size and Sample Size 124 Summary 125 Key Terms 126 Questions for Review & Critical Thinking 126 Working the Net 127 Real-Life Research 5.1: Insights Research Group (IRG) 127 6 Traditional Survey Research 129 Why Decision Makers Like Survey Research 129 Types of Errors in Survey Research 130 Sampling Error 130 Systematic Error 131 Types of Surveys 135 Door-to-Door Interviews 135 Executive Interviews 136 Mall-Intercept Interviews 136 Telephone Interviews 137 Self-Administered Questionnaires 138 Mail Surveys 139 Determination of the Survey Method 141 Sampling Precision 141 Budget 141 Requirements for Respondent Reactions 142 Quality of Data 142 Length of the Questionnaire 142 Incidence Rate 143 Structure of the Questionnaire 143 Time Available to Complete the Survey 143 Summary 144 Key Terms 144 Questions for Review & Critical Thinking 145 Real-Life Research 6.1: Do Consumers Like Chatbots? 145 7 Qualitative Research 146 Nature of Qualitative Research 146 Qualitative Research versus Quantitative Research 147 The Use of Qualitative Research 147 Limitations of Qualitative Research 148 Focus Groups 149 Popularity of Focus Groups 149 Conducting Focus Groups 150 Focus Group Trends 157 Benefits and Drawbacks of Focus Groups 158 Other Qualitative Methodologies 159 Individual Depth Interviews 159 Projective Tests 163 Summary 167 Key Terms 167 Questions for Review & Critical Thinking 167 Working the Net 168 Real-Life Research 7.1: A Sound Approach for the Sound 168 8 Online Marketing Research: The Growth of Mobile and Social Media Research 171 Using the Internet for Secondary Data 172 Online Qualitative Research 172 Online Bulletin Boards 172 Webcam and Streaming Technology Focus Groups 173 Using the Internet to Find Online Participants 174 Online Individual Depth Interviews (IDIs) 175 Online Survey Research 175 Advantages of Online Surveys 175 Disadvantages of Online Surveys 176 Tools for Conducting Online Surveys 177 Commercial Online Panels 178 Panel Recruitment 178 Open Recruitment 178 Closed Recruitment 179 Respondent Participation 179 Panel Management 180 Mobile Internet Research—The Future is Now 180 Advantages of Mobile 181 Designing a Mobile Survey 181 Social Media Marketing Research 182 Summary 182 Key Terms 183 Questions for Review & Critical Thinking 183 Working the Net 183 Real-Life Research 8.1: Shoppers Spending More In-Store Than Online 183 9 Primary Data Collection: Observation 185 Nature of Observation Research 185 Conditions for Using Observation 186 Approaches to Observation Research 186 Advantages of Observation Research 188 Disadvantages of Observation Research 189 Human Observation 189 Ethnographic Research 189 Mobile Ethnography 192 Mystery Shoppers 192 One-Way Mirror Observations 194 Machine Observation 194 Neuromarketing 194 Facial Action Coding Services (FACS) 197 Gender and Age Recognition Systems 199 In-Store Tracking 199 Television and Video Audience Measurement and Tracking 200 Symphony IRI Consumer Network 200 Tracking 201 Magazines Track Online Readers and Apply It Also to Print 201 Social Media Tracking 202 Virtual Reality and Augmented Reality Marketing Research 204 Summary 204 Key Terms 205 Questions for Review & Critical Thinking 205 Working the Net 206 Real-Life Research 9.1: Bausch & Lomb Fine-Tune the Details 206 10 Marketing Analytics 208 What is Marketing Analytics? 209 The Marketing Analytics Process 210 Getting the Data 210 Big Data Sources 210 Data from Traditional Sources 211 Organizing, Merging, and Using Big Data 212 Acting on Results of Analysis 212 Big Data 212 Background on Big Data Issues 212 How Does It Work? 213 Analyzing Data: Descriptive, Predictive, and Prescriptive Analytics 214 Descriptive Analytics 214 Predictive Analytics 214 Prescriptive Analytics 215 Advanced Analytical Methods 216 Data Mining 216 Machine and Deep Learning 219 Artificial Intelligence or AI 220 Data Visualization 224 Infographics 225 Marketing Dashboards 225 Privacy Issues 226 Privacy versus Customization 226 Summary 228 Key Terms 229 Questions for Review & Critical Thinking 229 Working the Net 230 Real-Life Research 10.1: Affiliated Parking Systems Looks to New Pricing Approach 230 11 Primary Data: Experimentation and Test Markets 231 What is an Experiment? 232 Demonstrating Causation 232 Concomitant Variation 233 Appropriate Time Order of Occurrence 233 Elimination of Other Possible Causal Factors 233 Experimental Setting 234 Laboratory Experiments 234 Field Experiments 234 Experimental Validity 234 Experimental Notation 235 Extraneous Variables 235 Examples of Extraneous Variables 236 Controlling Extraneous Variables 237 Experimental Design, Treatment, and Effects 238 Limitations of Experimental Research 239 High Cost 239 Security Issues 239 Implementation Problems 239 Selected Experimental Designs 240 Preexperimental Designs 240 True Experimental Designs 241 Quasi-Experiments 242 Test Markets 244 Types of Test Markets 245 Decision to Conduct Test Marketing 248 Steps in a Test Market Study 249 Summary 252 Key Terms 252 Questions for Review & Critical Thinking 253 Working the Net 254 Real-Life Research 11.1: Los Lobos Beer 254 12 Data Processing and Basic Data Analysis 255 Overview of Data Analysis Procedure for Survey Research 256 Step One: Validation and Editing of Paper Surveys 256 Validation 256 Quality Assurance for Internet Panels 257 Quality Assurance—Respondent Cooperation and Attention Issues 258 Special Issues with Big Data 260 Editing 260 Step Two: Coding 264 Coding Process 265 Automated Coding Systems and Text Processing 266 Intelligent Capture Systems 267 The Data Capture Process 268 Scanning 268 Step Four: Logical Cleaning of Data 269 Step Five: Tabulation and Statistical Analysis 269 One-Way Frequency Tables 269 Cross Tabulations 272 Death of Crosstabs? 274 Graphic Representations of Data 274 Line Charts 275 Pie Charts 275 Bar Charts 275 Descriptive Statistics 278 Measures of Central Tendency 278 Measures of Dispersion 279 Percentages and Statistical Tests 280 Summary 281 Key Terms 281 Questions for Review & Critical Thinking 282 Working the Net 284 Real-Life Research 12.1: Buzzy’s Tacos 284 13 Statistical Testing of Differences and Relationships 285 Evaluating Differences and Changes 286 Statistical Significance 286 Hypothesis Testing 287 Steps in Hypothesis Testing 288 Types of Errors in Hypothesis Testing 290 Accepting H0 versus Failing to Reject (FTR) H0 292 One-Tailed versus Two-Tailed Test 292 Example of Performing a Statistical Test 292 Commonly Used Statistical Hypothesis Tests 295 Independent versus Related Samples 295 Degrees of Freedom 295 Goodness of Fit 296 Chi-Square Test 296 Hypotheses about One Mean 299 t Test 299 Hypotheses about Two Means 300 Hypotheses about Proportions 302 Proportion in One Sample 302 Two Proportions in Independent Samples 303 Analysis of Variance (ANOVA) 305 p Values and Significance Testing 308 Summary 309 Key Terms 309 Questions for Review & Critical Thinking 310 Working the Net 311 Real-Life Research 13.1: Analyzing William D. Scott (WDS) Segmentation Results 312 14 More Powerful Statistical Methods 313 Data Scientist—Hot New Career 313 Bivariate Statistical Analysis 314 Bivariate Analysis of Relationships 314 Bivariate Regression 314 Nature of the Relationship 315 Example of Bivariate Regression 316 Correlation for Metric Data: Pearson’s Product–Moment Correlation 322 Multivariate Analysis Procedures 323 Multivariate Software 324 Multiple Regression Analysis 324 Applications of Multiple Regression Analysis 325 Multiple Regression Analysis Measures 326 Dummy Variables 327 Potential Use and Interpretation Problems 327 Multiple Discriminant Analysis 328 Applications of Multiple Discriminant Analysis 329 Cluster Analysis 330 Procedures for Clustering 330 Applications of Cluster Analysis 331 Factor Analysis 332 Factor Scores 332 Factor Loadings 334 Naming Factors 334 Number of Factors to Retain 335 Conjoint Analysis 335 Simulating Buyer Choice 335 Limitations of Conjoint Analysis 336 Neural Networks 337 Description of a Neural Network 337 How Neural Networks “Learn” 338 When Neural Networks Are Appropriate 338 Limitations of Neural Networks 338 Predictive Analytics 339 Using Predictive Analytics 339 Privacy Concerns and Ethics 341 Commercial Predictive Modeling Software and Applications 341 Summary 341 Key Terms 342 Questions for Review & Critical Thinking 343 Working the Net 345 Real-Life Research 14.1: Satisfaction Research for Pizza Pronto 345 15 Communicating Analytics and Research Insights 347 The Research Report 347 Organizing the Report 348 Format of the Report 349 Formulating Recommendations 349 Presenting the Results 355 Making a Presentation 356 Infographics 356 Presentations by Internet 358 Summary 358 Key Terms 359 Questions for Review & Critical Thinking 359 Working the Net 359 Real-Life Research 15.1: TouchWell Storefront Concept and Naming Research 359 Appendix A A-1 [Appendix B and C are available online at www.wiley.com/go/mcdaniel/marketingresearch12e] Endnotes N-1 Glossary G-1 QSR Survey QS-1 Index I-1

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Book SynopsisMichael J. Baker is eminent in the field of marketing. He founded the Department of Marketing at the University of Strathclyde, UK, in 1971, the first ever Department of Marketing in the UK. He is the founding editor of the Journal of Marketing Management and Journal of Customer Behaviour and is the former President of the Academy of Marketing. He has supervised over 80 PhD students, 18 of whom are now Professors of Marketing.Trade Review"There is no question that this book is a tour de force of Marketing Strategy content, covering a considerable breadth and depth of material. It is well-structured, thoughtfully presented, instructively written and critically-evaluative. For the reader who wants to think about the complex, analytical and social processes of managing the strategic direction of the organisation, this book provides a comprehensive, instructive and reflective means from which to engage with the hows and whys of managing marketing strategy creation. No marketing student, practitioner or academic should be without it." - Dr. Lee Quinn, Director of Studies BA(Hons) Marketing, University of Liverpool, UKTable of ContentsPART I: MARKETING STRATEGY 1 1. Overview and Executive Summary 2. Marketing and Corporate Strategy 3. Marketing and Competition 4. Principles of Strategic Marketing Planning 5. Analytical Frameworks for Strategic Marketing 6. Marketing Intelligence Research for Marketing PART II: THE MARKETING APPRECIATION 7. Macro-environmental Analysis 8. Customer Analysis 9. Industry and Competitor Analysis 10. Internal (Self) Analysis 11. Matching – Putting it All Together 12. Market Segmentation PART III: MANAGING THE MARKETING MIX 13. The Marketing Mix 14. Product Service Policy and Management 15. Packaging and Design 16. Pricing Policy and Management 17. Distribution and Sales Policy 18. Integrated Marketing Communications 19. Branding PART IV: IMPLEMENTING MARKETING 20. Marketing in a Foreign Environment and Globalisation 21. Customer Care and Service 22. Developing a Marketing Culture 23. The (Short-term) Marketing Plan 24. Implementation and Control 25. Transformational Marketing.

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Book SynopsisJavier Marcos Cuevas is the Director of Custom Programmes, Executive Education and Senior Teaching Faculty at the University of Cambridge Judge Business School. His main areas of expertise and research are Professional Selling and Sales Management, Executive Education and Organizational Development. He has designed and delivered programmes globally and has also co-authored with Regis and Bill the book From Selling to Co-creating (BIS Publishers, 2014) and numerous academic and practitioner oriented articles and reports. Bill Donaldson is Research Professor of Marketing at Aberdeen Business School, Robert Gordon University, Aberdeen. His research interests are in selling, customer relationships and the management of sales operations.Régis Lemmens is the founder of Sales Cubes, a consulting firm which helps sales organizations to innovate and co-create value with their customers. He is also a professor in Sales and Sales Management and teaches at business schools in Belgium (Antwerp ManaTrade Review"A must-have book for students of sales management, lecturers and aspiring sales managers." - Peter Williams, Leeds Business School, Leeds Metropolitan University, UK "Professor Bill Donaldson, as always, offers a unique insight into selling and sales management. This book is a valuable resource for practitioners and students alike." - Dr Ken Le Meunier-FitzHugh, Birkbeck University of London, UK "This robust text describes the frameworks, principles and activities that underpin successful Sales Management today. Particularly welcome are the links to industry via case studies and observations of what sales organisations really do." - Tim Royds, Director, Highclere Sales Training and Consultancy "Professor Donaldson's updated text is a must for students on any marketing and management course. The principles of sales and marketing combined with excellent examples make this text an invaluable study guide." - Pauline A M Bremner, Aberdeen Business School, Robert Gordon University, UKTable of ContentsPART I: PRINCIPLES OF SALES MANAGEMENT 1. The role of selling and its development in the knowledge economy 2. Theories of buying and selling 3. Types of selling 4. Sales force organisation and deployment 5. Sales Leadership PART II: KEY PROCESSES IN SALES MANAGEMENT 6. Defining and implementing sales strategies 7. Selling in international markets 8. Key Account Management 9. Sales technology 10. Measuring sales performance PART III: SELLING AND SALES MANAGEMENT PRACTICES 11. Professional selling 12. Negotiation 13. Recruitment selection of sales professionals 14. Training, coaching and development 15. Forecast, target setting and compensation.

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Book SynopsisThis book is a guide to understanding the complex process of co-branding and explains the key factors of success to build this specific form of a partnership. It offer tangible examples of partnerships between various kinds of internationally renowned artists, celebrities, brands and companies.Table of ContentsAcknowledgements, Introduction, Part 1- Complete view of Brand Collaborations, Chapter 1. Collaborations between brands, When brands create together co-branded products, When brands claim together a common message, When brands provide together cross-sales promotions, When brands organize together events, When a retailer confers exclusive distribution to a brand, When brands collaborate to target employees, Interviews: H&M, LVR, Servaire agency, Chapter 2. Brand collaborations with artists, When brands create products with artists, When brands organize events with artists, When brands and artists collaborate to target employees, Interviews: Louis XIII, Kenzo, Bel, Chapter 3. Brand collaborations with celebrities, When brands create products with celebrities, When brands use celebrities to promote their products, Interviews: Puma, Lidl, Chapter 4. Brand collaborations with cultural organizations, When brands create products with cultural organizations, When brands exhibit in museums, concerts, operas, When brands and cultural organizations provide cross-sales promotions, Interviews: MoMa, Chapter 5. Brand collaborations with sports organizations, When brands support sports activities, When brands become a name for sports teams, places, competitions…, When brands create products with sports organizations, Interview: Peugeot, Sport agent, Chapter 6. Brand collaborations with NGOs, When brands create products for the benefit of NGOs, When brands claim their support to NGOs, Interviews: Kiehl’s, WWF, UNICEF, Chapter 7. Brand collaborations with territories, When brands look for territory of origin, When territories look for more attractivity, When brands conquer space, Interview: DS, Part 2- Keys and methods for successful brand collaborations, Chapter 8: Master the fundamentals’ brand management tools, Brand identity and brand meaning, Brand central core, Brand legitimacy, Chapter 9 : Ensure traditional keys of brand collaboration success, Complementarity between brands partners, Consistency between the co-branded practice and the brands partners, Unexpected marriage, Added value for consumers, Enrich the brand, How to avoid brand collaborations failures, Chapter 10 : Play with new keys of brand collaboration success, From products to values, From win-win approach to sharing the same goal, From storytelling to story-doing, From consistency to space of freedom, From short-term to long-term, Chapter 11 : Concretize a brand collaboration, Project Framework, Strategic recommendations, screening & profiling, Contacts & Project Scope, From negotiation to contract drafting, From project follow up to the collaboration comes alive, Conclusion, Index

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Book SynopsisThis book guides in the advocacy process, as well as in courses in consumer behaviour, political science and law. It defines the consumer interest in many dimensions in order to be able to evaluate the effects of agricultural marketing board regulatory activity on consumers.Table of Contents1. Defining the Consumer Interest 2. Consumerism and Consumerists 3. Business and Consumerism 4. Exchange and the Consumer Interest 5. Industrial Organization 6. Consumers and the Law 7. Consumers and the Political Process 8. A Consumer Policy Framework 9. Perspectives and Prospects

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Book SynopsisEssentials of Marketing Research uses an application-oriented approach to equip students with tools and skills necessary to solve business problems and maximize opportunities.  The authors'' years of practical market research experience is evidenced thorough their treatment of qualitative research, to their coverage of sample size rules-of-thumb, background literature reviews, and new market research tools and techniques. This latest 6th edition gives students a strong command of market research principles, while being concise enough for cases & other course projects.  A continuing case and corresponding data sets included.     Available with McGraw-Hill Connect and SmartBook 2.0. Table of ContentsPart 1: The Role and Value of Marketing Research Information Chapter 1: Marketing Research for Managerial Decision Making Chapter 2: The Marketing Research Process and Proposals Part 2: Designing the Marketing Research Project Chapter 3: Secondary Data, Literature Reviews, and Hypotheses Chapter 4: Exploratory and Observational Research Designs and Data Collection Approaches Chapter 5: Descriptive, Predictive and Causal Research Designs Part 3: Gathering and Collecting Accurate Data Chapter 6: Sampling: Theory and Methods Chapter 7: Measurement and Scaling Chapter 8: Designing the Questionnaire Part 4: Data Preparation, Analysis, and Reporting the Results Chapter 9: Qualitative Data Analysis Chapter 10: Preparing Data for Quantitative Analysis Chapter 11: Basic Data Analysis for Quantitative Research Chapter 12: Examining Relationships in Quantitative Research Chapter 13: Communicating Marketing Research Findings

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Book SynopsisFor courses in Consumer Behavior. This package includes MyMarketingLab(TM) Beyond Consumer Behavior: How Buying Habits Shape Identity Solomon's Consumer Behavior: Buying, Having, and Being deepens the study of consumer behavior into an investigation of how having (or not having) certain products affects our lives. Solomon looks at how possessions influence how we feel about ourselves and each other, especially in the canon of social media and the digital age. In the Twelfth Edition, Solomon has revised and updated the content to reflect major marketing trends and changes that impact the study of consumer behavior. Since we are all consumers, many of the topics have both professional and personal relevance to students, making it easy to apply them outside of the classroom. The updated text is rich with up-to-the-minute discussions on a range of topics such as Dadvertising, Meerkating, and the Digital Self to maintain an edge in the fluid and evolving field of consumer behavior. This p

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Book SynopsisDr Daniel Nunan is Reader and Head of Department at the University of Portsmouth. Previously, he taught at Birkbeck, University of London and Henley Business School, University of Reading. Prior to his academic career, Daniel held senior roles in the financial services and technology sectors.   Professor David F. Birks is Emeritus Professor of Marketing at the University of Winchester. Previously, he served as Dean of the Faculty of Business, Law and Sport, and Director of Winchester Business School. David has also worked at the universities of Southampton, Bath and Strathclyde. He is a committee member of the Association of Survey Computing (ASC). Dr Naresh K. Malhotra is Senior Fellow at Georgia Tech CIBER and Regents' Professor Emeritus at Scheller College of Business, Georgia Institute of Technology, USA. He has consulted for business, non-profit and government organisations across the globe, and has received numeroTable of Contents 1. Introduction to marketing research and insight 2. Defining the research problem and developing a research approach 3. Research design 4. Secondary data collection and analysis 5. Internal secondary data and analytics 6. Qualitative research: its nature and approaches 7. Qualitative research: focus group discussions 8. Qualitative research: in-depth interviewing and projective techniques 9. Qualitative research: data analysis 10. Survey and quantitative observation techniques 11. Causal research design: experimentation 12. Measurement and scaling: fundamentals, comparative and non-comparative scaling 13. Questionnaire design 14. Sampling: design and procedures 15. Sampling: determining sample size 16. Survey fieldwork 17. Social media research 18. Mobile research 19. Data integrity 20. Frequency distribution, cross-tabulation and hypothesis testing 21. Analysis of variance and covariance 22. Correlation and regression 23. Discriminant and logit analysis 24. Factor analysis 25. Cluster analysis 26. Multidimensional scaling and conjoint analysis 27. Structural equation modelling and path analysis 28. Communicating research findings 29. Business-to-business (b2b) marketing research 30. Research ethics, privacy and trust Glossary

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Book SynopsisThis core textbook provides students with a concise and user-friendly overview of the marketing research process, taking a refreshingly non-technical approach. The goal of this focused text is to equip students with the skills needed to interpret and implement the outcomes of such research to effectuate meaningful change. Keeping digital data and internet research at its heart, Marketing Research details the main stages of the research process, covering both quantitative and qualitative methods and offers a plethora of case studies and examples.Now in its fourth edition, this popular and accessible textbook is ideal for use on marketing research courses at diploma, undergraduate, postgraduate and MBA levels. This book has also been written to support The Market Research Society's Diploma Module: The Principles of Market & Social Research.New to this Edition:- Expanded coverage of qualitative analysis, now with its own dedicated chapter- Fresh material on hot topics such aTrade ReviewThe book provides a practical but yet easy to understand approach to market research. Enriched with contemporary case studies, a must-have for research students seeking an easy to understand and practical text. * Shelton Giwa, De Montfort University, UK *An excellent and up-to-date book for up-to-date learners of market research. * Wei Shao, Griffith University, Australia *Reading this marketing research book centred around customer insight is a joyous experience. With the inclusion of new material on cutting-edge areas such as big data analytics and social media listening, this edition provides a fascinating demonstration of the need to integrate traditional marketing research approaches with user-generated content. * Tamer Elsharnouby, Qatar University, Qatar *The textbook has clear and refreshingly brief explanations of marketing research concepts. In addition, there are many useful real-world examples helping students understand how research concepts could be applied. * Yi-Chun Ou, Leeds University, UK *This book is very well laid out and it is up to date with practical examples throughout to help students better understand the methods and concepts, particularly with respect to collecting qualitative and quantitative data as well as designing questionnaires. * Naser Pourazad, Flinders University, Australia *Table of ContentsChapter 1: The role of marketing research and customer information in decision making Chapter 2: The marketing research process Chapter 3: Secondary data, customer databases and big data analytics Chapter 4: Collecting observation data and social media listening Chapter 5: Collecting qualitative data Chapter 6: Collecting quantitative data Chapter 7: Designing questionnaires Chapter 8: Sampling methods Chapter 9: Analysing qualitative data Chapter 10: Analysing quantitative data Chapter 11: Presenting the research results Marketing research in action: case histories.

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Book SynopsisIan Brace, based in Oxford, UK, is a fellow of the MRS and runs training courses on questionnaire design. He was previously director of research methods at TNS UK and a visiting professor in market research at Bristol Business School. Kate Bolton, based in Surrey, UK, is a certified member of the MRS and has been its key industry trainer for questionnaire design for over 20 years as well as being an examiner for the MRS Advanced Certificate. She previously led the Foundations Research Skills Programmes at Kantar.Trade Review"The difference between useful and useless data can often be traced back to the questionnaire. This book is a great resource, guiding you through the myriad of decisions that face the question writer." * Debrah Harding, Managing Director, The Market Research Society *"Whether you are new to questionnaire writing, or looking to fine-tune or update your skills, Ian and Kate's book is an invaluable, practical, easy to dip-into resource." * Nicole Duckworth, Head of Europe and Global Commercial Excellence, PRS IN VIVO *"While technology has moved on, the questionnaire remains the core data source that the insight industry is built on. With more and more people writing questionnaires, it is imperative that books like Questionnaire Design exist to make sure that standards persist." * Sam Curtis, CEO, Big Sofa Technologies *"A fab book, easily accessible and a treasure trove to dip into. There's an art to writing good questionnaires, and this book shows you how." * Darren Bhattachary, CEO, Basis Social *"Designing effective questionnaires is an essential skill for all researchers. Kate and Ian's guide is practical and easy to read; but most importantly, it will ensure you get trustworthy data and powerful insights." * Vishal Badiani, Regional Creative Strategy Manager, Snapchat *"Comprehensive, easy to read and exceptionally practical, I'd recommend this book to anyone wanting to learn more about how to design great questionnaires." * Helen Chesney, Head of Solution, Learning at Kantar *"Ian and Kate have produced the 'must-read' book for anyone working the research and insight industry. Read this and learn from the best." * Simon Wood, Head of Research, BMG Research *"Questionnaire writing is one of the most essential parts of the craft, a definite artform that takes time and skill to perfect. This is an absolutely essential read for any budding or established researcher looking to hone their questionnaire design skills and avoid the many pitfalls that exist." * Tom Coombes, Research Director, Boxclever *Table of Contents Chapter - 00: Introduction; Chapter - 01: Defining achievable questionnaire objectives; Chapter - 02: Influence of data collection approach on question design; Chapter - 03: Planning a questionnaire; Chapter - 04: An overview of question types; Chapter - 05: Identifying types of data created by questions; Chapter - 06: Creating appropriate rating scales; Chapter - 07: Asking about behaviour; Chapter - 08: Measuring satisfaction, image and attitudes; Chapter - 09: Writing effective questions; Chapter - 10: Creating a questionnaire for an online survey; Chapter - 11: Engaging respondents in online surveys; Chapter - 12: Choosing online survey software; Chapter - 13: Considerations for interviewer-administered and paper self-completion surveys; Chapter - 14: Test piloting your questionnaire; Chapter - 15: Ethical issues in questionnaire design; Chapter - 16: Understanding social desirability bias; Chapter - 17: Designing questionnaires for multi-country surveys

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Book SynopsisIan Brace, based in Oxford, UK, is a fellow of the MRS and runs training courses on questionnaire design. He was previously director of research methods at TNS UK and a visiting professor in market research at Bristol Business School. Kate Bolton, based in Surrey, UK, is a certified member of the MRS and has been its key industry trainer for questionnaire design for over 20 years as well as being an examiner for the MRS Advanced Certificate. She previously led the Foundations Research Skills Programmes at Kantar.Trade Review"The difference between useful and useless data can often be traced back to the questionnaire. This book is a great resource, guiding you through the myriad of decisions that face the question writer." * Debrah Harding, Managing Director, The Market Research Society *"Whether you are new to questionnaire writing, or looking to fine-tune or update your skills, Ian and Kate's book is an invaluable, practical, easy to dip-into resource." * Nicole Duckworth, Head of Europe and Global Commercial Excellence, PRS IN VIVO *"While technology has moved on, the questionnaire remains the core data source that the insight industry is built on. With more and more people writing questionnaires, it is imperative that books like Questionnaire Design exist to make sure that standards persist." * Sam Curtis, CEO, Big Sofa Technologies *"A fab book, easily accessible and a treasure trove to dip into. There's an art to writing good questionnaires, and this book shows you how." * Darren Bhattachary, CEO, Basis Social *"Designing effective questionnaires is an essential skill for all researchers. Kate and Ian's guide is practical and easy to read; but most importantly, it will ensure you get trustworthy data and powerful insights." * Vishal Badiani, Regional Creative Strategy Manager, Snapchat *"Comprehensive, easy to read and exceptionally practical, I'd recommend this book to anyone wanting to learn more about how to design great questionnaires." * Helen Chesney, Head of Solution, Learning at Kantar *"Ian and Kate have produced the 'must-read' book for anyone working the research and insight industry. Read this and learn from the best." * Simon Wood, Head of Research, BMG Research *"Questionnaire writing is one of the most essential parts of the craft, a definite artform that takes time and skill to perfect. This is an absolutely essential read for any budding or established researcher looking to hone their questionnaire design skills and avoid the many pitfalls that exist." * Tom Coombes, Research Director, Boxclever *Table of Contents Chapter - 00: Introduction; Chapter - 01: Defining achievable questionnaire objectives; Chapter - 02: Influence of data collection approach on question design; Chapter - 03: Planning a questionnaire; Chapter - 04: An overview of question types; Chapter - 05: Identifying types of data created by questions; Chapter - 06: Creating appropriate rating scales; Chapter - 07: Asking about behaviour; Chapter - 08: Measuring satisfaction, image and attitudes; Chapter - 09: Writing effective questions; Chapter - 10: Creating a questionnaire for an online survey; Chapter - 11: Engaging respondents in online surveys; Chapter - 12: Choosing online survey software; Chapter - 13: Considerations for interviewer-administered and paper self-completion surveys; Chapter - 14: Test piloting your questionnaire; Chapter - 15: Ethical issues in questionnaire design; Chapter - 16: Understanding social desirability bias; Chapter - 17: Designing questionnaires for multi-country surveys

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Book SynopsisStephanie Marsh (she/they) is a leading UX research professional, currently UX Research Operations Lead at Springer Nature based in London, UK. They are the former Head of User Research and Analysis for the UK Government Digital Service and former Head of Digital Strategy for the UK Ministry of Defence. She was previously a consultant at Bunnyfoot, a leading UX consultancy in the UK. They have contributed chapters to a range of peer-reviewed texts in related fields and has delivered talks on UX Research, Research Operations and UX strategies at a range of conferences and industry events.

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Book SynopsisStephanie Marsh (she/they) is a leading UX research professional, currently UX Research Operations Lead at Springer Nature based in London, UK. They are the former Head of User Research and Analysis for the UK Government Digital Service and former Head of Digital Strategy for the UK Ministry of Defence. She was previously a consultant at Bunnyfoot, a leading UX consultancy in the UK. They have contributed chapters to a range of peer-reviewed texts in related fields and has delivered talks on UX Research, Research Operations and UX strategies at a range of conferences and industry events.

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Book SynopsisGregg L. Witt is a renowned youth marketing strategist and generational expert, working with brands including Procter & Gamble, Qualcomm and The Walt Disney Company, to develop innovative strategies that connect with Gen Z. He was named a "Top 5 Youth Marketer to Follow" by Inc. Magazine in 2016. Derek E. Baird is a youth digital strategist and educational technologist, working with leading youth brands and non-profits around the world. He has led digital youth initiatives for high profile media brands including Yahoo!, Facebook, and The Walt Disney Company, where he received the Disney Inventor Award.Trade Review"Youth culture is always moving, changing and evolving. This book delivers well-researched, actionable strategies and tactics that focus on alignment and value creation with that culture. Many books talk about Gen Z, but this is a definitive playbook for modern marketers and business people to authentically engage an emerging generation." * Stefan Heinrich, Head of Global Marketing, ByteDance (TikTok – formerly musical.ly – and Vigo Video) *"Finally, a book that not only understands the complexity and vivaciousness of my generation, but also gives practical insights into how brands connect, market and build community with us. It provides an insider's view into our mindset and teaches brands how to build trust with a generation notorious for scepticism." * Natalie Riso, Content Marketing Strategist, Studio71, and two-time LinkedIn Top Voice at age 21 *"An essential read for business leaders due to the fact that Gen Z sets the benchmark for every other generation now in regard to trending consumer behaviour. Witt and Baird not only do a great job laying out every area that brands need to focus on when it comes to Gen Z: transparency, culture, media, marketing, community and influence, but the layout of the book itself makes it Gen Z by design with its TL;DR chapter summaries. Ignore at your own peril." * Geoffrey Colon, Senior Marketing Communications Designer, Microsoft, and author of Disruptive Marketing *Table of Contents Chapter - 00: Introduction: are you tuned in to Gen Z?; Chapter - 01: A true story of finding youth culture relevance; Chapter - 02: Gen Z: a sociological perspective; Chapter - 03: The five foundational truths of youth marketing; Chapter - 04: Aligning with youth culture in an era of individuality; Chapter - 05: Reveal insights and fuel ideation with Gen Z; Chapter - 06: The youth culture engagement playbook; Chapter - 07: Social strategies and tactical considerations; Chapter - 08: Content strategies and tactical considerations; Chapter - 09: Building community with Gen Z; Chapter - 10: A primer on social and influence media valuation; Chapter - 11: Conclusion: tune in to the frequency of Gen Z; Chapter - 12: Epilogue: stories from the youth marketing trenches; Chapter - 13: Glossary;

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Book SynopsisWhat happens when the bottlenecks that stand between supply and demand in our culture go away and everything becomes available to everyone? The Long Tail is a powerful new force in our economy: the rise of the niche. As the cost of reaching consumers drops dramatically, our markets are shifting from a one-size-fits-all model of mass appeal to one of unlimited variety for unique tastes. From supermarket shelves to advertising agencies, the ability to offer vast choice is changing everything, and causing us to rethink where our markets lie and how to get to them. Unlimited selection is revealing truths about what consumers want and how they want to get it, from DVDs at Netflix to songs on iTunes to advertising on Google. However, this is not just a virtue of online marketplaces; it is an example of an entirely new economic model for business, one that is just beginning to show its power. After a century of obsessing over the few products at the head of the dema

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Book SynopsisBusinesses of all sizes rely on research everyday to inform decisions, strategic plans, and operations. The tried-and-true methods and sources of research, from trusted periodicals and databases to personal interviews and face-to-face focus groups, have served the business community well for many years in delivering the information organizations need. However, over the last decade, Big Data, digital tools, and associated analytical services have burst onto the scene, changing the game for everyone playing. As both traditional and more modern methods have their merits, this 6 page laminated guide aims to compile trusted approaches, available resources, and helpful tips in conducting business research for any organization. Why Analyze Data? Business Research Types Useful Business Research Sites Research Information on Future Trends Surveys Focus Groups Sample Focus Group Moderator Guide Definitions & Language Online Focus Groups: Pros & Cons The World of Passive Data & Analytics Social M

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Table of ContentsCONTENTSForeword by Tom PetersPrefaceAcknowledgmentsPART I: AESTHETICS AS A STRATEGIC TOOL1.Aesthetics: The New Marketing ParadigmAbsolut Vodka: Aesthetics with a TwistGAP, Inc.: Revamping Casual Retailing Through AestheticsCathay Pacific Airways: The Heart of AsiaAesthetics as a DifferentiatorCutting-Edge Organizations Focus on AestheticsFrom Benefits and Branding to ExperiencesMarketing AestheticsAesthetics Provides Tangible Value for the OrganizationAesthetics Must Be Everyone's ConcernAesthetics Strategy2. Creating Identity and Image Through AestheticsLucent Technologies: A New Identity for the AT&T Spin-OffCreating a New IdentityDrivers of Identity ManagementIdentity Management Is Not Brand ManagementContinental Airlines: A Comprehensive Identity OverhaulIdentity Planning: Past, Present, and FutureHow This Book Will Help ManagersThe Corporate Expressions/Customer Impressions FrameworkPART II: IDENTITY MANAGEMENT THROUGH AESTHETICS3.Corporate and Brand ExpressionsIBM's Corporate and Brand ExpressionsManaging ExpressionsThe Public Face of the Organization and Its BrandsManaging Different Types of IdentitiesManaging Identity ChangesExpressing the Private Self of the Organization or Its BrandsRelating the Public Face and the Private SelfApplication: Digital CorporationPlanning Devices for Managing ExpressionsSummary4. StylesStarbucks and the Coffee Craze PhenomenonWhat Is "Style"?Sight: All Perceptions Start with the EyeShapeColorUsing Color for IdentityWhat Does Color Mean to Customers?The Structure of Color CategoriesTypefaceSoundTouchApplication: S.D. Warren's Material AestheticsScent: Taste and SmellCreating a Style: SynesthesiaApplication: GilletteStrategic Issues in Style CreationModifying a StyleDimensions of StyleSummary5. ThemesPepperidge Farm Cookies: Themes of a Distinctive CollectionExpressive ThemesCreating Themes Through Aesthetics: Three StagesAnalyzing the Organization, Its Customers, and Its CompetitorsFinding Rich Thematic ContentRepresenting Themes Through AestheticsStrategic Issues in Theme SelectionSummary6. Overall Customer ImpressionsThe Four Seasons: Understated EleganceThe Importance of Overall ImpressionsMinimizing Gaps Between Expressions and ImpressionsarOverall Impressions: Process and ContentProcess: How Customers Arrive at Overall ImpressionsContent: Dimensions of Overall ImpressionsApplication: DieselSummaryPART III: MEASURING AND PROTECTING AESTHETICS7. Assessment and Research Tools for Aesthetics ManagementResearching and Measuring Corporate and Brand LogosThe Role of Research in Aesthetics ManagementThe Perils of Anecdotal Evidence in Aesthetics ManagementSuspicious Views of Research in the Design ProcessResearch for Identity PlanningBasic Tools for Useful ResearchAssessing the Status QuoDetermining Where to GoDeveloping a DesignMonitoring and TrackingSummary8. Protecting Aesthetics and IdentityTaco Cabana v. Two Pesos: Two Restaurants Fight Over an IdentityLegal Issues in IdentityIdentities as Legally Sanctioned Barriers to CompetitionProtecting Brands From ConfusionProtecting Identity From ConfusionSpecial Requirements for Protecting Aesthetic IdentityProtecting ImageManaging the Protection ProcessHow to Handle Infringement Against Your IdentitySummaryPART IV: COMPREHENSIVE IDENTITY MANAGEMENT9. Global Identity ManagementLEGO: The Universal Concept of Play from DenmarkTamagotchi: The Japanese Virtual PetKey Management Issues in Creating Global IdentitiesDeciding Whether to Standardize or Localize an IdentityOrganization/Competitive FactorsCultural FactorsIndustry and Product Category FactorsAttitudes Toward Foreign ImagesStyles and Themes in Global Identity ManagementApplication: Bosch in East AsiaApplication: Motorola in ChinaSummary10. Retail Spaces and EnvironmentsGodiva: A Memorable In-Store Chocolate ExperienceNike: Prom Sports Shoes to Aesthetic Totalitarianism?Aesthetics in Retail and Environmental SpacesStrategic Issues for Retailers and ManufacturersModern Retail IdentitiesApplication: Ann TaylorEnvironmental SpacesManaging Retail and Environmental AestheticsCyberspaces11. Corporate and Brand Identity on the InternetVolkswagen's New Beetle Web SiteNetscape and Yahoo!The World Wide Web as a Marketing ToolThe World Wide Web as an Identity ElementThe Unique Properties of the WebCreating Identity on the WebThe Future Is Now: Transient Images and Virtual IdentitiesNotesIndexAbout the Authors

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Book SynopsisDatabase marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, today''s organizations have the capacity to analyze customer data to inform and enhance every facet of the enterprise-from branding and promotion campaigns to supply chain management to employee training to new product development. Based on decades of collective research, teaching, and application in the field, the authors present the most comprehensive treatment to date of database marketing, integrating theory and practice. Presenting rigorous models, methodologies, and techniques (including data collection, field testing, and predictive modeling), and illustrating them through dozens of examples, the authors cover the full spectrum of principles and topics related to database marketing. This isTrade ReviewFrom the reviews: "This is an excellent in-depth overview of both well-known and very recent topics in customer management models. It is an absolute must for marketers who want to enrich their knowledge on customer analytics." (Peter C. Verhoef, Professor of Marketing, Faculty of Economics and Business, University of Groningen) "A marvelous combination of relevance and sophisticated yet understandable analytical material. It should be a standard reference in the area for many years." (Don Lehmann, George E. Warren Professor of Business, Columbia Business School) "The title tells a lot about the book's approach—-though the cover reads, "database," the content is mostly about customers and that's where the real-world action is. Most enjoyable is the comprehensive story – in case after case – which clearly explains what the analysis and concepts really mean. This is an essential read for those interested in database marketing, customer relationship management and customer optimization." (Richard Hochhauser, President and CEO, Harte-Hanks, Inc.) "In this tour de force of careful scholarship, the authors canvass the ever expanding literature on database marketing. This book will become an invaluable reference or text for anyone practicing, researching, teaching or studying the subject." (Edward C. Malthouse, Theodore R. and Annie Laurie Sills Associate Professor of Integrated Marketing Communications, Northwestern University)Table of ContentsIntroduction.- Why Database Marketing.- Organized for Database Marketing.- Customer Privacy in a CRM Environment.- LTV Fundamentals.- LTV Advanced Issues.- LTV Applications.- Sources of Data.- Test Design and Analysis.- The Predictive Modeling Process.- Foundations of Statistical Modeling.- RFM Analysis.- Market Basket Analysis.- Collaborative Filtering.- Discrete Dependent Variable and Duration Models.- Cluster Analysis.- Decision Trees.- Neural Networks.- Machine Learning.- Acquiring Customers.- Cross-Selling and Up-Selling.- Frequency Reward Programs.- Customer Tier Programs.- Churn Management.- Multi-Channel Customer Management.- Acquisition and Retention Management.- Communications Design.- Multi-Contact Customer Management.- Pricing.- Glossary of Database Marketing Terms.- Index.

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Book SynopsisAn essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs.As the effectiveness of traditional marketing techniques continues to diminish, contemporary marketing increasingly becomes the most reliable method of expanding outreach and reflecting the needs of the modern consumer. When implemented, these contemporary strategies offer the greatest support for their client base, with a product range that adapts to the desires of the target market. The channels used to underpin these strategies are also radically different from traditional methods placing emphasis upon platforms such as social media.Designed for both undergraduate and postgraduate students, as well as those in executive education and general business, The Essentials of Contemporary Marketing covers a wide range of themes, including:- Consumer behaviour- The latest marketing research- Services marketing- Brand manageTrade ReviewDispenses with the vast amount of marketing jargon and clearly lays out the foundations for marketing success. -- Matthew Housden, marketing consultant, author, academic and trainerOne of the most comprehensive marketing books that every student and practitioner should use to learn about the latest theories, tools and techniques to take their marketing potential to new heights. -- Ritchie Mehta, Founder and CEO, School of MarketingA straightforward, easy to understand marketing roadmap on how to thrive in our fast changing times. -- Hap Klopp, Founder and former CEO, The North FaceComprehensive yet concise and insightful, The Essentials of Contemporary Marketing is highly engaging and easy to read. Key concepts balanced with practical applications provide a valuable resource to students or those seeking to better understand marketing. -- John Bredican, Teaching Fellow in Marketing, King’s College London

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Book SynopsisMarket Research just got easierEvery day in business we make decisions. To reduce the risk associated with making these decisions, it''s essential to understand your consumer and your market, and this is why we conduct market research. Decisions are not taken in a vacuum; there are competitive products and services in your marketplace, which means that consumers can choose whether or not to buy your product. Some decisions are high risk such as launching a new product, changing the packaging of an existing product, making a price change, changing the creative direction or strategy of the advertising or selling into new markets. How will your consumers react to the decisions you make and how will your competitors respond? This book takes you through the market research process from initial problem identification through research design, consideration of alternative methodologies, briefing an agency, questionnaire design and approval, to managing the project, analysis Table of Contents : Sunday - Market Research defined and project design : Monday - The Research Brief and the Research Proposal : Tuesday - Qualitative Research : Wednesday - Quantitative Research : Thursday - Questionnaire Design : Friday - Research Analysis : Saturday - Report Writing and Presentation

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Book SynopsisLearn in a week, what the experts learn in a lifetime.Table of Contents : Sunday: What is a marketing plan? : Monday: Asking questions : Tuesday: Researching the answers : Wednesday: The objectives : Thursday: Converting objects into action plans : Friday: Putting the plan together : Saturday: Using the marketing plan

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Book SynopsisHow did rescue dogs become status symbols? Why are luxury brands losing their cachet? What’s made F. Scott Fitzgerald’s most famous observations obsolete? The answers are part of a new revolution that’s radically reorganizing the way we view ourselves and others, that “will be hard for pop-culture readers to put down” (Booklist).Status was once easy to identify—fast cars, fancy shoes, sprawling estates, elite brands. But in place of Louboutins and Lamborghinis, the relevance of the rich, famous, and gauche is waning and a riveting revolution is underfoot. Chuck Thompson—dubbed “savagely funny” by The New York Times and “wickedly entertaining” by the San Francisco Chronicle—sets out to determine what “status” means today and learns that what was once considered the low life has become the high life. In The Status Revolution, Thompson tours the new world of status from a small community in British Columbia where an indigenous artist uses wood carving to restore communal status; to a Washington, DC, meeting of the “Patriotic Millionaires,” a club of high-earners who are begging the government to tax them; to a luxury auto factory in the south of Italy where making beautiful cars is as much about bringing dignity to a low-earning region than it is about flash and indulgence; to a London lab where the neural secrets of status are being unlocked. “Chock-full of fascinating revelations” (In Touch Weekly) and with his signature wit and irreverence, Thompson explains why everything we know about status is changing, upends centuries of conventional wisdom, and shows how the new status revolution reflects our place in contemporary society.

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Book SynopsisTrade Review“The Power of Why is great reading and can be of use to all of those looking to come out on top.” —Donald J. Trump, Chairman and President of The Trump Organization “Richard Weylman is still knocking doors down with brilliant distilled wisdom. To those who discover The Power of Why, I can only say “Read and Reap.”“ —Christopher Forbes, vice chairman, Forbes Media “This book is a game changer! Richard has cracked the code for business growth.” —Jeffrey J. Fox, Bestselling author of How To Become A Rainmaker, How to Be A Fierce Competitor, and The Transformative CEO “Richard’s book should be on every business owner’s desk. It is a must read for anyone engaged in sales and especially for those who hold customer service paramount.” —Richard S. Bernstein, CEO of Richard S. Bernstein & Associates, Inc. “The Power of Why takes you on a wonderful journey of discovery that will elevate your customers’ experiences while elevating your own business performance.” —Milton Pedraza, CEO of Luxury Institute, LLC “Your customer holds the power for your professional success. The Power of Why will show you how to meet their needs with value to boost your business to amazing heights.” —Dr. Nido Qubein, president, High Point University, and chairman, Great Harvest Bread Co.

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Book SynopsisTable of ContentsPart 1: Corporate Financial Metrics  1 Chapter 1: Revenue  3 Chapter 2: Gross Profit  7 Chapter 3: Value-to-Volume Ratio  9 Chapter 4: Net Profit  13 Chapter 5: Earnings-Based Value  17 Chapter 6: Return on Sales  23 Chapter 7: Return on Assets  25 Chapter 8: Return on Equity  27 Part 2: Marketing Planning Measures  31 Chapter 9: Market Share  33 Chapter 10: Relative Market Share  35 Chapter 11: Market Growth  37 Chapter 12: Market Demand  39 Chapter 13: Market Penetration  41 Chapter 14: Program/Nonprogram Ratio  47 Chapter 15: Program/Payroll Ratio  49 Chapter 16: Causal Forecast  51 Chapter 17: Time Series Analysis  57 Part 3: Brand Metrics  63 Chapter 18: Brand Equity  65 Chapter 19: Brand Scorecards  71 Chapter 20: Brand Premium  75 Chapter 21: Brand Contribution and Review Analysis  81 Part 4: Customers Metrics  85 Chapter 22: Net Sales Contribution  91 Chapter 23: Time-Driven Activity-Based Costing  93 Chapter 24: Segment Profitability  95 Chapter 25: Customer Profitability  99 Chapter 26: Share of Customer  101 Chapter 27: Return on CustomerSM  105 Chapter 28: New Customer Gains  109 Chapter 29: Customer Acquisition Costs  113 Chapter 30: Cost Per Lead  117 Chapter 31: Retention Rate  121 Chapter 32: Churn Rate  125 Chapter 33: Consumer Franchise  129 Chapter 34: Customer Equity and Customer Lifetime Value  133 Chapter 35: Customer Brand Value  137 Chapter 36: Customer Losses  139 Part 5: Product/Offering Metrics  143 Chapter 37: Usage  145 Chapter 38: New Product Purchase Rate  147 Chapter 39: Marketing Cost Per Unit  151 Part 6: Price Matrics  153 Chapter 40: Price  155 Chapter 41: Mark-Up Pricing  159 Chapter 42: Target Return Pricing  163 Chapter 43: Sales Price Variance  165 Chapter 44: Markdown Goods Percentage  169 Chapter 45: Profit Impact  171 Part 7: Advertising/Promotion Metrics  175 Chapter 46: Share of Voice  177 Chapter 47: Recall  179 Chapter 48: Recognition  183 Chapter 49: Reach  185 Chapter 50: Frequency  187 Chapter 51: Gross Rating Points  189 Chapter 52: Cost Per Gross Rating Point  193 Chapter 53: Response Rate  195 Chapter 54: Conversion Rate  199 Chapter 55: Advertising-To-Sales Ratio  201 Chapter 56: Promotion Profit  203 Part 8: Direct Marketing Metrics  207 Chapter 57: Direct Marketing Revenue Goals  209 Chapter 58: Direct Marketing Profit Goals  213 Chapter 59: Direct Marketing Gross Profit  215 Chapter 60: Direct Marketing Net Profit  217 Chapter 61: Direct Marketing Return On Investment  219 Part 9: Digital/Social Metrics  221 Chapter 62: Gross Page Impressions (Or Gross Page Requests)  223 Chapter 63: Word of Mouth  225 Chapter 64: Total Clicks  1 Chapter 65: Click Through Rate  229 Chapter 66: Cost Per Click  231 Chapter 67: Cost Per Action  235 Chapter 68: Pay Per Lead  237 Chapter 69: Activity Ratio for Social Media  239 Chapter 70: Deductive Social Media Return on Investment  241 Chapter 71: Resolution Time  243 Chapter 72: Social Media Profitability  245 Chapter 73: Bounce Rate  247 Chapter 74: Return On Advertising Spend  249 Part 10: Place/Distribution Metrics  251 Chapter 75: Cost Per Sales Dollar  253 Chapter 76: Transactions Per Customer  255 Chapter 77: Transactions Per Hour  257 Chapter 78: Average Transaction Size  259 Chapter 79: Avergage Items Per Transaction  261 Chapter 80: Hourly Customer Traffic  265 Chapter 81: Returns to Net Sales  267 Chapter 82: Inventory Turnover  269 Chapter 83: Percent Inventory Carrying Costs  271 Chapter 84: Gross Margin Return on Inventory Investment  273 Chapter 85: Sales Per Square Foot  277 Chapter 86: Sales/Profits Per Employee  279 Chapter 87: Retail Close Ratio  281 Chapter 88: Retail Margin Percentage  285 Chapter 89: Percent Utilization of Discounts  287 Chapter 90: Shrinkage to Net Sales  289 Part 11: Sales Metrics Chapter 91: Net Sales Contribution  297 Chapter 92: Absolute Index  299 Chapter 93: Relative Index  303 Chapter 94: Percent of Sales  305 Chapter 95: Independent Sales Representative Analysis  309 Chapter 96: Turnover Rate  311 Chapter 97: Recruiting  315 Chapter 98: Breakdown Approach  317 Chapter 99: Workload Approach  321 Chapter 100: Sales Performance Quotas  327 Chapter 101: Average Sales Per Call  335 Chapter 102: Close Process and Close Ratio  337 Chapter 103: Cost Per Call  341 Chapter 104: Break-Even Sales Volume  343 Chapter 105: Sales Productivity  347 Chapter 106: Four Factor Model  351 Chapter 107: Sales Variance Analysis  355 Chapter 108: Sales Volume Variance  361 Chapter 109: Sales Enablement  365 Chapter 110: Net Promoter ScoreR  367 Index

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Book SynopsisThe Business of Marketing Research presents readers with a highly practical approach to marketing research. The text familiarizes students with foundational knowledge and skills, features ample practical examples and anecdotes, and is steeped and grounded in academic rigor.The opening chapter introduces readers to the discipline through discussion of the marketing research industry, the marketing research value chain, the strategic impact of high-quality research, and five key trends within the industry. Additional chapters walk readers through the processes of identifying and defining a business problem, reviewing existing data, collecting new data, making informed recommendations, and deploying strategic plans. Readers learn about the importance of high-quality deliverables and communication in marketing research, approaches to qualitative and quantitative study, introductory methods of analytics, and how to conduct brand and customer satisfaction research. Closing chapters address the application of neuroscience and the future of marketing research.Filling gaps in the current literature and well preparing readers for success in their profession, The Business of Marketing Research is a critical textbook for courses in marketing and marketing research. It is also an essential resource for marketing professionals.

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Book Synopsis'A lively read that provides a practical step-by-step guide to founding a business.' The Financial Times It's time to leapfrog the only hurdle between you and a million-dollar company.More people than ever want to be their own boss, but venturing forward with your own business can be hugely intimidating. Are you investing effort in ideas that have no basis in customer demand? Are you shying away from even considering starting your own business? Noah Kagan knew this feeling all too well, but has since discovered how to banish the one simple thing holding aspiring entrepreneurs back, to become a 7-figure founder.MILLION DOLLAR WEEKEND offers an into-the-deep-end process for overcoming fear and perfectionism and making the business of your dreams a reality. Step-by-step, Noah shows what it takes to oust fear and build the "ask muscle", and shares practical advice that every entrepreneur needs to master. By demystifying what it takes to start a business, turning risk into realistic action and fear into fun, this is the beginning of your journey to successful entrepreneurship.And the best part? You can kickstart this process in a weekend.Trade ReviewA lively read that provides a practical step-by-step guide to founding a business and quickly finding product-market fit. * The Financial Times *Noah Kagan changed my life. I created a business because of him. That business went on to sell for tens of millions of dollars. His writing and ideas are easy to follow and incredibly entertaining. Million Dollar Weekend is the real deal. * Sam Parr, Cofounder of Hampton, Founder of Hustle, Host of My First Million *I admire Noah. This guy has put in the hard work for many years and I’ve watched him stay relevant & put up wins time and time again. I continue to cheer for him! * Gary Vaynerchuk, CEO of Vaynermedia and Veefriends, five-time New York Times bestselling Author *Essential reading for the modern entrepreneur. If you're looking for a book that instils confidence and fun into starting a business, this is it. I love how he focuses on overcoming fear, not spending any money, and making it happen all in a weekend. * Marie Forleo, New York Times bestselling Author of Everything Is Figureoutable *Noah is an animal! Absolutely fearless. I've never met anyone faster at going from idea to first sale. * Tom Bilyeu, Founder of Quest Nutrition, Host of Impact Theory *

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Book Synopsis

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